The global fast-food chain has pulled a holiday advertisement created using Artificial Intelligence following encountering widespread criticism on social media.
The 45-second ad was developed with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This moment represents an key learning as we examine the appropriate utilization of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include AI tools have emerged as a increasing phenomenon among major companies, particularly for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because clips produced using generative AI are prone to become unstable the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised concerns about automation in the production industry, with some critics stating it could affect work for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "seven weeks" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis achieved a 61% "positive feedback" from the public.
However, various brands have likewise encountered backlash for using AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The incident highlights the continuing debate within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
